Branding Edge promoter embarks on data research consulting and launches Ground Zero
Ground Zero will conduct field data research and use insights from social psychology and behavioral economics to strategize.
This will help businesses improve their marketing effectiveness by leveraging consumer insights, Tekwani told ET.
Emphasizing the importance of field research in the digital age, Tekwani said the company will help customers better understand how consumers think, feel and behave, enabling them to create more influential campaigns and solutions.
“The greatest benefits to be realized in business and society today should be based on a blend of data, technology, creativity and consumer psychology,” Tekwani said. “Ground Zero will study demographics and what people are saying, as well as the inner workings of how individuals perceive a certain problem and the type of identity they form.”
He said the goal was to target the right demographic for his customers, gain a better understanding of their work, and then help businesses achieve better results by developing more effective ways of communicating with consumers.
This is Tekwani’s third trading venture in the past two years.
Its first, Branding Edge Strategic Communications and Advisory, focuses on developing a brand and reputation program that aims to improve the long-term business value of clients.
“Data is the new deal in today’s communications landscape,” he added. “First-hand data collection and analysis will help us uncover previously unknown opportunities for our client engagement, as well as diagnose, validate and select audience-centric communication strategies for our clients. Ground Zero will be managed by top professionals from leading Indian research firms and will have internal branding and reputation strategies.
Based in Mumbai, Ground Zero will operate across India with plans to open offices in other major cities as well.